E-Business Marketing / Edition 1

E-Business Marketing / Edition 1

by William B. Sanders, Terri C. Albert
     
 

ISBN-10: 0130352918

ISBN-13: 9780130352910

Pub. Date: 08/23/2002

Publisher: Pearson

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were

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Overview

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were provided with timely examples and practices about e-business marketing, yet because those practices and examples 'aged' prematurely in this environment, their education was not timeless. Understanding the Internet's role in marketing requires both timely (situation-relevant) and timeless (part of a larger general concept) information."

Product Details

ISBN-13:
9780130352910
Publisher:
Pearson
Publication date:
08/23/2002
Pages:
208
Product dimensions:
6.90(w) x 9.20(h) x 0.40(d)

Table of Contents

Preface
Sect. IIntroduction1
Ch. 1Overview of E-Business Marketing1
Ch. 2The Marketing Mix17
Ch. 3The Value Bubble30
Ch. 4A Communication Model for the Online Environment47
Sect. IICases65
Ch. 5Case Study 165
Ch. 6Case Study 279
Ch. 7Case Study 391
Ch. 8Case Study 4105
Ch. 9Case Study 5118
Ch. 10Case Study 6131
Ch. 11Case Study 7145
Ch. 12Case Study 8157
Sect. IIIEvaluation Methodology and Research in E-Commerce171
Ch. 13Case Study Analysis171
Ch. 14Researching E-Business188
Bibliography199
Index203

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